Sealy's one-sided Posturepedic wins strong market reception
By David Perry -- Furniture Today, April 14, 2003
High Point — Sealy's new one-sided Posturepedic line debuted to a strong reception from retailers here.
"We've had a great reaction," said Dave McIlquham, president. "It's been the busiest market I can remember," added Mark Hobson, corporate vice president of marketing.
Early in the market, Sealy executives met with some dealers to make in-depth presentations of the line and its new UniCased Construction technology.
Estimated retails for the new one-sided line, Sealy's first branded effort in that growing category, will range from about $799 to $1,999, the same pricing in the former two-sided Posturepedic line. The new line carries the marketing tag, "Support you trust. Comfort you'll love."
The UniCased Construction uses materials and manufacturing processes that are new to the bedding industry, Hobson said. He said the result is a bed that is "unbelievably consistent, stable and comfortable across the entire surface."
Sealy conducted consumer and retail research before it developed the line. The consumer research showed that preferences have shifted to "flatter, more stable beds" and that edge support is more important than ever. The new Posturepedic line meets those preferences, officials said.
The new edge-support system features an extruded thermo-plastic material with sections that fit between the coils for additional support. That system surrounds the innerspring unit, the same one Sealy used in its former line. Consumer tests revealed that system was rated No. 1 for comfort and support in the heart of the mattress, according to Sealy.
The same thermo-plastic material — polyethylene — used on the side of the mattress is used for the base. The sides and base are "welded" together, said Bruce Barman, corporate vice president of research and development.
He said Sealy will have at least five patents on the line. "No one will follow this," he said.
The new line also has an improved box spring that works with the mattress, as opposed to the rigid foundations used in other one-sided beds, Barman said. The UniCased Construction enables Sealy to improve the "fit and finish" of the beds, giving them a more tailored look.
The line has new covers that include toile, boucle and knit designs.
Sealy will begin closing out its current Posturepedic line later this month. Shipments of the new line will begin June 16.
